The Situation

The UK’s specialist blood cancer charity wanted to increase online donations and sign-ups for fundraising sporting events, as well as increase brand reach to increase awareness of the variety of blood cancers and the support they provide following rebranding from Leukaemia & Lymphoma Research to Bloodwise.

Bloodwise

79% increase in fundraising event signups

Blood Cancer Screenshot

The Solution

  • Keyword research identified opportunities to rank for the overarching visibility campaign to rank for keywords such as “blood cancers” and “hodgkins lymphoma”
  • Keyword research around event fundraising found the opportunity to rank well for keywords including “charity cycling events” and “bikeathon”
  • Restructured the Google Ads account with keyword optimisation, ad copy creation, inclusion of more granular site links and mobile preferred ad copy
  • Managed Google Ads with regular search query analysis and ad copy review to continually improve performance
  • Gained a number of high authority links through outreach to event and transport websites such as TFL (Transport For London)
  • Engaged in cycling, family and fundraising forums to build links back to the site whilst reaching target audiences
  • Integrated PPC, Social Media and SEO teams met regularly and planned campaigns to ensure that opportunities across each channel were fully utilised
  • Created Facebook Advertising campaigns which specifically targeted a cyclist audience to drive Bikeathon sign ups
  • Seasonal campaigns included Christmas Shop campaign set up and management across Google Ads and Google Shopping
  • Hit the Google Ad Grants budget cap for 2 months in a 6 month period and maintained a CTR of over 1% for 6 months to successfully upgrade the Google Ad Grants to the Google Grantspro
  • The UK’s specialist blood cancer charity wanted to increase online donations and sign-ups for fundraising sporting events, as well as increase brand reach to increase awareness of the variety of blood cancers and the support they provide following rebranding from Leukaemia & Lymphoma Research to Bloodwise.

ThoughtShift’s experience and knowledge in digital media has been both invaluable and an education, and the way they deliver has always been a pleasure to work with. The highlights of the campaign so far have been getting a massive 79% increase to organic fundraising event sign-ups and increasing paid media ecommerce revenue by 39% year on year.

- Rich Williams, Head of Creative & Digital at Blood Cancer UK

The Results

  • Paid media ecommerce revenue increased by 39% year on year
  • 79% year on year increase in event sign-ups for fundraising events like Bikeathons
  • Number 1 rankings for “leukaemia research” and “leukaemia & lymphoma research”
  • 14% year on year increase in all site traffic
  • 11% year on year increase in organic traffic
  • 55% year on year increase in PPC traffic
  • 56% year on year increase in PPC transactions
  • $480,000 of free Google Ads advertising funding generated by unlocking the Grantspro account